To direct the new campaign advertising their Zonal Strength Tights, Nike tapped musician and creative director FKA twigs, many of whose critically acclaimed videos Houmam has graded. The video was shot in Mexico City and features FKA twigs’ new song ‘Trust in Me.’ Among the cast of 12 powerful female athletes were Olympic track and field sprinter English Gardner, Olympic fencer Miles Chamley-Watson and krump dancer Saskia Horton.
About the campaign, FKA twigs said: ‘We have entered a new era, a time when personal knowledge and a capacity to feel is everywhere. A generation cast in indigo - a community in tune with their spirit, their creativity and the power to move forward.
Once realized, they are an inspiration to all that enter their universe. This takes endurance. This takes determination. This takes overcoming the voices that try to convince them that their differences stand in the way of their dreams.
It's time we help each other uncover the potential we all have within - to put who we are into motion. We have the opportunity to focus the world’s attention back onto the things that really matter. Talent, skill, practice and unique ability. To marry an athletic and spiritual ethos.’
Read more about the project here.
The Lift, Mexico
Anthony Moore, Neil Johnson
Tovaris Wilson, Bethany Strong
English Gardner, Miles Chamley-Watson, Chester Martinez, Saskia Horton, Paleta CalmQuality, Jay Kirton, Rithiely Pereira, Lilly Leithner, LaTonya Swann, Kaili Bright, Madelyne Spang, Mishay Patronelli